Enterprise software is not for the meek as selling it is time-consuming, difficult, and fraught with peril especially as an emerging company trying to solve a critical (and extremely visible) problem.  So, how do you sell to someone who doesn’t want to be sold to? 

Focus on solving their problem and the selling will run its course (although most likely NOT on your timeline).  One of the things marketing needs to do to support the selling process and drive demand for the product or service is to package up the story, the value, the ‘solution’, etc. in a way that people want to consume it.  Static brochure-ware websites and whitepapers definitely have their place in the marketing arsenal but must be augmented by things like podcasts, video/graphics, RSS feeds, peer surveys, and real issues based research (not disguised marketing pieces). 

Serving up a variety of packages for content allows your targets to consume it on their terms and and in a way they are accustomed to so that it doesn’t feel like they are being sold to.  Position yourself as a valuable part of their job and create situations that allow them to be successful in their jobs and you will be on your way although budget cycles, competing priorities, and staffing changes will certainly color the journey.